StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Google's market marketing & strategy in the UK - Essay Example

Comments (0) Cite this document
Summary
The internet is the subject of rapid and relentless change. The search engines are constantly trying to increase their coverage of the web; and to improve their functionality. Google is ranked as the most popular search engine among business information users in the Business Information Resources Survey 2006 (Google UK 2007)…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.2% of users find it useful
Googles market marketing & strategy in the UK
Read TextPreview

Extract of sample "Google's market marketing & strategy in the UK"

Download file to see previous pages The concept of resource-based management is founded on the belief that competitive advantage is obtained if a firm can obtain and develop resources which enable it to learn faster and apply its learning more effectively than its rivals. Resource-based view was developed by Barney (1991) who states that firms' competitive advantage deepens upon resources and assets owned by the company. Following Barney (1991) resources are extended if they are:
"Valuable (when they enable a firm to conceive or implement strategies that improve its efficiency or effectiveness) Rare (valuable firm resources possessed by large numbers of competing firms cannot be sources of either a competitive advantage or a sustainable competitive advantage) Imperfectly Imitable (because of {a combination of} three reasons: unique historical conditions, causally ambiguous, social complex). Non-Substitutable (there must not be strategically equivalent valuable resources that are themselves either not rare or imitable)" (Resource-Based View 2000).
The case of Google UK shows that the company uses resource-based strategy which helps it to develop strategic capability (Fill 12). Similar to its parent company, valuable resources of Google UK allow the company to meet high demands of customers and deliver exceptional quality to end consumers. Google in particular seems to have already undertaken a number of major initiatives such as the indexing of PDF documents, or the purchase of the Deja newsgroup archive. But the reality is that individual search engines do not cover the whole of the visible web, let alone the invisible web. So the prospect of there being a single search engine which has complete coverage of the entire web is some way off. Another variable is dynamic databases (Google: case study 2006). These databases allow users to go directly onto that site in order to perform the search. These databases cover a wide range of different file formats such as free text databases, company directories, market research reports, numeric data or bibliographic information. Even the free text databases vary considerably in their formats. They may each contain a different set of fields or segments. Because the database formats vary so much, and also because of the fact that there are so many different databases, it is not possible to undertake a global search across the entire contents of all the databases available through Google. There are a number of file groups set up which allow cross file searching across a limited number of files, but a key factor in performing a successful and effective search on (Google: case study, 2006).
Rare resources of Google are human resources and technological solutions. Also, Google propose customers unique services such as geographic monitoring and Google Video. Service quality is closely connected with Human Resource Management, technology and settings. So, the main "focus" is on service quality and skills of employees which ensure customers satisfaction. Managers must deal with new people issues because the changes brought about by technology definitely require a new kind of employee. The use of technology requires more problem solving skills and the ability to interpret data and is thus likely to lead to a ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Google's market marketing & strategy in the UK Essay”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1508184-googles-market-marketing-strategy-in-the-uk
(Google's Market Marketing & Strategy in the UK Essay)
https://studentshare.org/miscellaneous/1508184-googles-market-marketing-strategy-in-the-uk.
“Google's Market Marketing & Strategy in the UK Essay”, n.d. https://studentshare.org/miscellaneous/1508184-googles-market-marketing-strategy-in-the-uk.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Google's market marketing & strategy in the UK

O2's branding and marketing strategy

...?O2’s BRANDING AND MARKETING STRATEGY of Table of Contents Table of Contents 0 CHAPTER 1: INTRODUCTION AND BACKGROUND 2 Background of the Problem 2 Statement of the Problem 4 Purpose of the Study 5 Research Objectives 6 Research Questions 7 Scope and Limitations 7 CHAPTER 2: LITERATURE REVIEW 8 Branding and Marketing 8 Effectiveness in Branding and Marketing Strategies 11 UK’s Telecommunications Industry: Changes and Marketing 14 O2's Branding and Marketing Strategy 16 CHAPTER 3: METHODOLOGY 21 Research Methods 22 Study Design 23 Case Study 25 Study Population 26 Sampling Techniques 26 Informed Consent 27 Confidentiality and Privacy 28 Instrumentation in Data Collection 28 Validity and Reliability 30 Data Analysis and Presentation 30...
59 Pages(14750 words)Dissertation

Global strategy MBA market in UK

...? International Business School Business Plan Contents Introduction 2 Recipients 2 International Business School 2 Overview 2 Vision ment 3 Market Analysis 4 PEST Analysis 4 Political 4 Economical 5 Social 5 Technological 5 Porter’s Five Forces Analysis 6 The threat of the entry of new competitors 6 The intensity of competitive rivalry 6 The threat of substitute products or services 7 The bargaining power of customers (buyers) 7 The bargaining power of suppliers 7 Opportunities 7 Threats 7 GSBM – Internal Analysis and the Way Forward 8 Market Segmentation 8 Generic Strategies 9 Core Competencies 9 Pricing Strategy 9 Partnerships 9 Conclusion 10 References 11 Introduction This report is a business plan for setting up the proposed business...
8 Pages(2000 words)Essay

Marketing Communication Strategy: Zopa UK

...?Topic: Marketing Communication Strategy: Zopa UK As a marketing communications manager for Zopa UK, I have been en d to prepare a marketing communications plan for the period ranging September 2011 to September 2012. Zopa UK has been operating in the UK virtual environment for more than 5 years. ZOPA has been providing a lending and borrowing medium to people at cost-effective and competitive rates unlike banks that charge better rates to borrowers at their own terms and conditions. Before attempting a marketing communications strategy on Zopa UK, a situation analysis needs to be performed. Situation Analysis Zopa member strength was just 300 when it started in 2005. Within next 4 months, it reached to 26,000 members. Zopa has been able...
8 Pages(2000 words)Essay

Target Market and Marketing Strategy

.... The people who have their basic needs fulfilled can focus on the higher actualization needs. The global market consists of huge diverse consumer group and equally huge diverse leadership base. By understanding the consumers and their tastes, development stages and strategies can be developed that encourage market consumption. By presenting an idea to a consumer about a product/service leads to a scope of strong consumer action. To get the overall performance of product/service at global marketplace, companies need to understand how the product/service has the effect on the leaders. These leaders actually make their decisions on practices which will in turn effect how the rest of the market will function. Once a company understands...
6 Pages(1500 words)Assignment

Market strategy, Market positioning and Marketing-Mix

... Module Market Strategy, Market Positioning and Marketing-Mix METRAO is a calorie calculator that was recently introduced in the UK market and has proven to be a viable business owing to increasing weight concerns among the population. Metrao is a brand name that is made up of a wide range of calorie calculators. This can be attributed to the effective marketing strategies applied by the company. However, primarily in a highly competitive environment such as the personal care sector, it is important for Metrao to improve its marketing in addition to organizational approaches to meet the customers’ needs. Furthermore, Metrao faces increasing competition from other calorie calculators being sold in the market. Generally, this means...
5 Pages(1250 words)Assignment

Market segmentation and marketing strategy

...Topic: Strategic Marketing Submitted Submitted by: Identify, and expand upon, 4 key macro-environmental factors that are impacting on the Marketing strategies of UK music retailers Within its 2003 annual report the Recording Industry within Numbers (RIN), the worldwide confederation of the Phonographic Industry (IFPI), ranks the UK third within the world in terms of music sales, after the USA also Japan. For this kind of a geologically undersized country, this corresponds to a very momentous occasion for manipulating a savvy music purchasing population. By way of the opening up of the European Union (EU) to a lot more associate countries, there now subsists a completely new market of ethnically dissimilar spectators famished...
10 Pages(2500 words)Essay

Marketing Strategy of Toyota Energy-Saving Vehicle in UK Market

... Toyota Case Study This report will give an analysis of the marketing strategy and environmental concerns associated with Toyota’s energy saving car models in the UK market. The report will firstly consider a definition of the energy saving car before going on to consider Toyota’s current marketing strategy, finally the report will consider a number of options open to Toyota in the future in order to maintain and develop a competitive advantage. Alternative energy news (2008) gives a range of definitions of energy saving vehicles indicating that an energy saving vehicle has one of more of the following qualities. A stop start engine, with is a standard internal combustion engine which turns itself off when the car comes to a stop...
7 Pages(1750 words)Essay

Google Marketing

...Google Marketing Google, being the largest and the best search engine in the world has several unique characteristics, which differentiate it from other companies. One of them is that it is faster than the rest. This makes it a first choice for internet users compared to the rest. Secondly, Google provides a search engine that is based on the relation between web sites compared to the rest, which are based only on the number of times a key term appeared on a website (Kerin et al, 2010). Google has several philosophies about advertising, which makes it different from the rest of search engines and advertising companies. The company focuses on the user thus ensuring that the quality of advertising is useful to the consumer just as much...
2 Pages(500 words)Case Study

Google's e-library

... principle. Fair use is the most significant limitation on the copyright holders exclusive rights (United States Copyright Office, 2010, para. 1). “The four factors are: the purpose and character of the use, the nature of the copyrighted work, the amount and substantiality of the portion used and the effect to the use on the potential market Value of the Work (Hanratty, 2005).” The first factor is about the purpose of copying commercial or educational purpose. Google says that it is not making profit from scanning; therefore, it is not commercial making profit by advertising. "Google also gave a copy to the library and allows authors to chose if they want their books scanned or not. For example Google also has this option policy where...
2 Pages(500 words)Essay

Google's case study

... before being introduced to the market. Google’s culture has helped in fostering teamwork, inspiring creativity and facilitating quality products and services. The culture of teamwork has made it possible for employees to share information and discuss various issues. Effective communication and teamwork have contributed to the innovative nature of the Google workforce (Ogbor, 2009). The culture has created a workforce that believes in innovation. Google engineers are always working on something new. The culture explains the high number of products and services that are still being tested in the company before being released. Great compensation and benefits motivate programmers and other employees to work hard to achieve company goals...
2 Pages(500 words)Essay

Starbucks in Chinese Market

In the year 1996, the coffee giant marked its global presence. Up until 2004, the Chinese government prohibited Starbucks to operate its own stores in China. As a result, the coffee giant enters the Chinese market by joint-venturing with Chinese food and beverage companies and licensing other companies to own and operate its stores--differs from its domestic approach. But the company was able to easily overcome its initial obstacles and marked its presence in China very quickly and successfully with great brand recognition and customer satisfaction. The company also tailors its stores to match the local atmosphere. This is a transnational strategy. “For example, the Starbucks strategy in Shanghai is to attract middle to high...
7 Pages(1750 words)Case Study

The Challenges of Foreign Market

Any multinational company is exposed to risks such as change of foreign currency exchange rate, commodity prices, and interest rates because it denominates its transactions in foreign currencies. That’s why there is also some uncertainty in future earnings, liabilities and assets values.
Therefore, before taking a decision on the country of entry, a profound analysis of its current political and economical situation is to be performed. According to Kotler and Armstrong (351-361), a decision on whether to enter a foreign market should be based on a profound analysis of potential risks and opportunities, as well as the company’s internal resources.
The company is a Limited Liability that exports roasted and gro...
11 Pages(2750 words)Case Study

The Popularity of Mobile Phone Marketing

The marketers of today should have a hawks eye on any new marketing trends and issues so that they can be adopted and addressed respectively and so that they benefit the marketing activities of the product to the maximum possible.
The current issues in marketing are those which have not been that prevalent/popular or even existent a year ago, and this is where the need for a spotlight on them arises. Marketers in the making need to have a close look at these current issues so that they can incorporate them into their marketing practices when they step into practical life. Not just those in the making, but it is essential for currently established marketers to be flexible for these current issues so as to provide the best mark...
10 Pages(2500 words)Term Paper

Company Strategy to the Public Sector

The definition of corporate strategies emphasizes the need for the organization to satisfy the needs of all the stakeholders if the organization is to achieve its overall objective of maximizing shareholder value. Stakeholders include employees, customers and the communities in which the organization operates. Employees, customers, and communities, therefore, have a significant impact on the success of the organization and thus on the corporate strategy of the organization. In formulating corporate strategy, organizations need to identify and priorities strategic issues, which involve scanning, selecting, interpreting and validating information. (Schneider, 1989).
The aim of this paper is to explain the strategy of an organiz...
7 Pages(1750 words)Assignment

Oil Prices by OPEC and Market Fundamentals

Market failure is defined as the inefficient allocation of resources by the market, the free market is considered to optimally prices and resources in the production of goods and services, and this is because the price and quantity produced are determined by market forces which include the demand and the supply. The control of prices by a firm or an organization in the market results in market failure, therefore OPEC leads to market failure due to its nature in the market.

OPEC was formed in 1960 by 5 oil-producing countries which include Venezuela, Saudi Arabia, Kuwait, Iran and Iraq, The aim of this organization was to unify petroleum-producing countries in order to realize fair and stable prices of oil .other oil-pro...
6 Pages(1500 words)Report

The Effects of Financial Crisis on Supplier Selection Criteria of the Oil and Gas Industry Equipment Market

It is a difficult task to find those vendors who not only have the adequate quality and quantity of the needed raw materials but who also have an attitude of efficiency and display commitment to customer service (Sonmat, 2006). Further, organizations also strive to locate and select vendors who can be depended upon for long term relationship.

The number of factors or attributes desired from the vendor is vast, and different organizations and different industries place different importance on the attributes (Sonmat, 2006). Some of the vendor attributes may gain importance owing to the nature of the industry, for example, in the case of consumer perishables suppliers, like fresh vegetables or fruits, the buying firm would...
20 Pages(5000 words)Literature review

Info-Point: Marketing of New Touch Screen Information Technology

The development of the new Info-Point technology, a stand-alone information module designed to offer the public information on tourism, local shopping, weather, and transportation, has created the opportunity to successfully market these information technologies to different UK cities. The entire marketing concept is to establish self-service information centers that offer a wide variety of regional information, utilizing an easy-to-use touch screen methodology to cater to a broad mass market of consumers. 

Touch screen interface systems are becoming more and more common in the UK and abroad. During a pilot experiment using touch screen information technology, the automotive manufacturer Lexus piloted an informatio...
10 Pages(2500 words)Report

Contrast of Two Explanations of Social Disorder in Contemporary UK Society

As the process of urbanization takes off and more people start residing in major cities, the fissures start to appear within the apparent harmonious co-existence. There are several reasons why disorderly conduct on part of individuals and groups takes place. Sociologists have proposed numerous theories explaining this phenomenon.

Erving Goffman was an astute observer of society, who immersed himself in the social environment which he was studying. He carefully observed and recorded the ways in which people’s behavior and interpersonal interactions are carried out in everyday life. He notes that “people perform their social roles and, as they do so, they produce social order through their actions and the regu...
6 Pages(1500 words)Article

Foreign Market Entry and Diversification

... was a major problem for exportation. However in 19th century situation started to change as national market began to get consolidated. Local companies were becoming stronger than they were ever before. In 1990 a completely new trend was found as the domestic companies began to expand their business in foreign market. Belgian company would be a great example as the company acquired breweries in 20 different countries. In 2004 two of the biggest breweries in the world, Interbrew and AmBev decided merge with each other and the largest brewery in the world was created. This merger and acquisition strategy became popular trend and it is reflected from the list of the top breweries which include SABMiller, Anheuser-Bush and InBev. However...
7 Pages(1750 words)Assignment

The Key Macro Factors that Have Influenced the UK Grocery Retailing Industry since the Early 1960s

... accounting for macro economic factors in strategy development and management, a business will fail (Johnson et al, 2008, p.3). If we consider this contextually with regard to the UK grocery market; the move demise of the local high street store to the dominance of supermarkets in the past 20 years has radically transformed the grocery market ( Henry, 2008, p.77). For example, the DEFRA Economic Note on UK Grocery Retailing (2006) indicates that in addition to continued growth in the UK Grocery Retail sector; approximately “3/4 sales are made in supermarkets and superstores… with traditional small retailers now accounting for only 7% of sales” (DEFRA, 2006). It is submitted that a key element of this is effective interrelationship between...
13 Pages(3250 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Google's market marketing & strategy in the UK for FREE!

Contact Us